General Mills launch Nature Valley Granola Bar

Company News

MUMBAI, May 30

In today’s fast paced world – we often find that health takes a backseat as a result of our hectic lifestyles and erratic diets. Consumers are now increasingly health and fitness conscious and are looking for snacks that help them balance their active lives with their nutrition needs.

To address this need gap, General Mills India launches “Nature Valley” crunchy granola bars – a wholesome snack that gives you natural energy to keep you going right through your busy day!

Nature Valley bars are made of 100% natural ingredients like, whole grain oats, fruits and nuts and have no preservatives. It is a wholesome and well-balanced snack with carbohydrates, protein, minerals and fiber.

Nature Valley is conveniently packaged in single & double bar packs – a portable energy boost you can carry in your pocket or purse, or keep handy in your office drawer.

Nature Valley is available in 3 delicious flavours Roasted Almond, Oats & Honey & Banana Nut, and is affordably priced at Rs 12 for a single and Rs 20 for a doubles bar.

The bars are imported from the US and are available in select retail stores in Mumbai, Delhi, Bangalore, Chennai, Hyderabad and Pune. The bars are also distributed in office canteens across over 100 offices in Mumbai.

Commenting on the launch, Gayatri Yadav, Marketing Director General Mills India said, “Health and Wellness are important. Nature Valley is an iconic brand that created the granola bar category in the US in 1975, and today is on trend across the globe, resonating with consumers’ desire for products that are tasty, convenient and healthy.”

The Nature Valley brand launch in India is targeted at the busy working professional, residing in the key metropolitan cities. The goal is to achieve a “consumer surround”, with the healthy, active lifestyle message being communicated through print and internet media supplemented by a unique office distribution and activation plan. “The approach is targeted lifestyle marketing and the focus is on education and engagement, given that we are in the process of creating a new category in India.”

General Mills India has a range of exciting food brands in the Indian market with Pillsbury (Chakki Fresh Atta, Variety Mix, Semiya, Cake Mixes and Custard), Dip Trix (cookies & crème) Betty Crocker (Cake, Brownie & Pancake Mix), Green Giant (Canned Corn & Specialty Vegetables) and now Nature Valley crunchy granola bars. General Mills India also has a vibrant Exports as well as a Bakeries & Food Service division.

General Mills Inc., with $ 11.5 Billion in net sales, markets trusted consumer brands across a wide range of food categories, which are sold in over 100 countries around the world. The General Mills brands portfolio includes Pillsbury dough based products, Trix, Betty Crocker desserts, Green Giant vegetables, Häagen-Dazs ice cream, Nature Valley granola bars, Old El Paso Mexican Foods, Pop-Secret microwave popcorn and Big G Cereals, in addition to a large Bakeries & Food Service business.

For further information contact:

Ragini Singh/Shefali Virani

Corporate Voice | Weber Shandwick

Tel: 9869153945/9867390110

Email: ragini@corvoshandwick.co.in/ shefalivirani@corvoshandwick.co.in